SlideShare ist ein Scribd-Unternehmen logo
1 von 40
Downloaden Sie, um offline zu lesen
1
Scaling Employee Advocacy
with Social Media
Jeremiah Owyang, Industry Analyst - Altimeter - @jowyang
Scott Gulbransen, Director of Social Business - H&R Block - @sdgully
Zena Weist, VP Strategy - Expion - @zenaweist
May 8th, 2013 #expion13
© 2013 Altimeter Group
Scaling Employee Advocacy with Social Media
2
Companies that
leverage social
employee advocates
with a formalized
program can amplify
brand content and
build better
relationships at
scale.
© 2013 Altimeter Group
© 2013 Altimeter Group
3
Agenda
1. Defining employee
advocacy
2. The business case for
employee advocacy
3. Informal vs. formal
advocacy
4. Employee advocacy
framework
5. Recommendations and
key takeaways
© 2013 Altimeter Group
© 2013 Altimeter Group
What is Employee Advocacy?
4
An official, long-term program
to empower trusted employees
to engage with customers and prospects
as representatives of the company
© 2013 Altimeter Group
Farmer’s Insurance empowers independent agents to engage with
customers and prospects directly on Facebook
5
“I’ve sold over 200 policies
from my marketing efforts on
Facebook”
– James Peregrino,
Independent agent
6
© 2012 Altimeter Group
Employee Advocacy:
The Business Case
© 2013 Altimeter Group
Employee Advocacy: Business Case
7
1. The risk of not doing it
 It’s already happening, formalized or not
 If you don’t get in front of it, you risk losing control
2.



© 2013 Altimeter Group
 2,500 employee have about
13 employees publishing
 7,500 employees have
about 22 employees
publishing
 30k employees have about
83 employees publishing
 75,000 employees have
about 182 employees
publishing
 100k plus average have
about 280 employees
publishing
Company size and Publishing on Accounts
8
On average, 1 out
of 330 employees
publishes on
social for business
purposes, far
more do for
personal reasons.
© 2013 Altimeter Group
Employees are talking about their employers –
whether or not they have any guidance – on
corporate and personal accounts
9
*
© 2013 Altimeter Group
Would-be advocates without education on proper
disclosure can make the brand look bad, or worse
10
After many negative
comments, Honda posted:
“Eddie Okubo is a manager in
Honda Product Planning. His
post was removed for two
reasons: 1) He did not first
state that he is a Honda
employee and that his posting
is his personal -- not Honda's --
opinion. 2) He is not a
spokesperson for Honda.”
Source: AutoBlog
© 2013 Altimeter Group
KitchenAid had to quickly backtrack after an
offensive tweet by a team member
11
© 2013 Altimeter Group
Employee Advocacy: Business Case
12
1.


2. The benefit
 Your customers and prospects use social media
 Customers and prospects trust employees
 Employee involvement nets real results
© 2013 Altimeter Group
Social networking dominates time spent online
Source: Nielsen, 2012
13
© 2013 Altimeter Group
At the same time, trust is rising among peers and
regular employees
14
Source: Edelman Trust Barometer 2012
© 2013 Altimeter Group
15
What it means:
Few companies have
the resources
to reach customers in
a 1:1 fashion.
Customers trust
employees, and
social media enables
the connection.
Companies
that leverage
customers and
employees for
advocacy benefit
from greater
Trust and Scale.
© 2013 Altimeter Group
Real results:
When Texas Instrument’s employees answered questions,
there was a massive increase in product trials
16
Customers and prospects
“were requesting 6 times
the number of samples
across 3 times the number
of product areas.”
- Devashish Xaxena,
Internet Marketing
© 2013 Altimeter Group
22%
32.2%
34.7%
34.7%
29.7%
26.3%
24.6%
37.3%
48.3%
6.9%
13.10%
15.4%
15.4%
15.4%
23.1%
26.9%
33.1%
40.0%
43.1%
47.7%
0% 10% 20% 30% 40% 50% 60%
Create policies and procedures
Get buy-in from stakeholders
Apply social insights to the product roadmap
Determine an organizational/governance model
Develop a listening/monitoring solution
Connect employees with social tools
Integrate social media with digital and mobile
Connecting social data to other enterprise data
sources to deliver actionable insight
Scale our social programs
Develop internal education and training
Create metrics that demonstrate the value of
social media
2012
2010
Scale is already become a top social priority
“In 2013, what are your top three internal social media objectives?”
Source: Altimeter Group. Social Business Survey,Q4 2012.
18
© 2012 Altimeter Group
Employee Advocacy:
Informal vs. Formal
© 2013 Altimeter Group
Informal: Keith works for GE, and tweets,
blogs, and posts on Facebook about GE
19
© 2013 Altimeter Group
Informal: Sandro works for Ferrero in Brazil –
he has liked the brand and shares about it
20
© 2013 Altimeter Group
Formal: New Belgium Brewery has an official employee
advocacy program – local “Rangers” are empowered to
engage with their regional communities on Facebook
21
22
© 2012 Altimeter Group
Employee Advocacy:
A Framework
© 2013 Altimeter Group
1. Identify internal
advocates
2. Train them
3. Enable
them to share
Employee Advocacy Framework
Will all employees be
empowered, or just a
select number?
The what, when,
where, and how of
social engagement.
Will you provide them
content? A platform to
manage sharing?
© 2013 Altimeter Group
1. Identify internal
advocates
2. Train them
3. Enable
them to share
Employee Advocacy Framework
Will all employees be
empowered, or just a
select number?
The what, when,
where, and how of
social engagement
Will you provide them
content? A platform to
manage sharing?
© 2013 Altimeter Group
Home Depot has selected and trained 30 “social
media store associates” to engage directly with
customers on multiple social platforms
25
More than 2,000 forum topics
have been posted by Home
Depot’s 30 “social media stores
associates” and community
members, 6,000 responses given,
and hundreds of videos viewed in
more than 30 countries.
1. Identify 2. Train 3. Enable
© 2013 Altimeter Group
1. Identify internal
advocates
2. Train them
3. Enable
them to share
Employee Advocacy Framework
Will all employees be
empowered, or just a
select number?
The what, when,
where, and how of
social engagement
Will you provide them
content? A platform to
manage sharing?
© 2013 Altimeter Group
Intel empowers employees with “Digital IQ” program,
and has certified more than 1,000
27
Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,”
Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011
Intel was one of the first
companies to publish Social
Media Guidelines and provide
employee certification.
1. Identify 2. Train 3. Enable
© 2013 Altimeter Group
More than 10,000 of Dell’s employees have been
trained and certified to be “brand ambassadors”
28
1. Identify 2. Train 3. Enable
© 2013 Altimeter Group
1. Identify internal
advocates
2. Train them
3. Enable
them to share
Employee Advocacy Framework
Will all employees be
empowered, or just a
select number?
The what, when,
where, and how of
social engagement
Will you provide them
content? A platform to
manage sharing?
© 2013 Altimeter Group
Formal: H&R Block is connecting clients and seasonal
Tax Pro’s with an employee advocacy program.
30
H&R Block operates over
10,000 retail offices in the the
United States and 1,700 retail
offices abroad and employs
90,000 Tax Professionals
worldwide.
31
© 2012 Altimeter Group
Employee Advocacy:
Recommendations & key takeaways
© 2013 Altimeter Group
1. A successful result is a low-cost, yet highly-trusted
form of marketing
2. Identify, Train, then Enable employee advocates
3. Co-creation is the fuel of advocacy, help employees
feel ownership and empowerment
4. When done correctly, this fuels the top of the
marketing funnel and promotes customer advocacy
5. Incorporate performance management, including
elements of gamification
6. Make it circular: employees can teach each other
and share what works
Employee Advocacy: Key Takeaways
32
© 2013 Altimeter Group
Jeremiah Owyang
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from
sources believed to be reliable, no warranty expressed or implied is made regarding the completeness,
accuracy, adequacy or use of the information. The authors and contributors of the information and data
shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference
herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply
its endorsement, recommendation or favoring by the authors or contributors and shall not be used for
advertising or product endorsement purposes. The opinions expressed herein are subject to change without
notice.
© 2013 Altimeter Group
H&R Block Case Study
© 2013 Altimeter Group
H&R Block Case Study
© 2013 Altimeter Group
36
• Content Marketing
• Gaming Mechanics
Expion Social Advocator
• Browser Plugin (Mobile Coming Soon)
• Always on when web browsing
• User can discover new content daily
• Provide Personalized Content by
Department
Identifying Top Advocates
Identifying Best Performing Content
Jeremiah Owyang
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: @jowyang
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to
be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the
information. The authors and contributors of the information and data shall have no liability for errors or omissions contained
herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise
does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used
for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
Scott Gulbransen
scott@hrblock.com
scottgulbransen.com
Twitter: @sdgully
Zena Weist
zweist@expion.com
Expion.com
Twitter: @zenaweist
info@expion.com
#expion13
slideshare.net/expion
Expion Platform Video: expion.com/news

Weitere ähnliche Inhalte

Was ist angesagt?

Wealthtech trends from the T3 2019 Advisor Conference
Wealthtech trends from the T3 2019 Advisor ConferenceWealthtech trends from the T3 2019 Advisor Conference
Wealthtech trends from the T3 2019 Advisor Conferencecraigezra
 
LinkedIn Economic Graph Challenge Rules
LinkedIn Economic Graph Challenge RulesLinkedIn Economic Graph Challenge Rules
LinkedIn Economic Graph Challenge RulesLinkedIn
 
Fed exsocialmediastudy findingsreport_final
Fed exsocialmediastudy findingsreport_finalFed exsocialmediastudy findingsreport_final
Fed exsocialmediastudy findingsreport_finalDr. William J. Ward
 
PeopleLinx-Prudential Case Study
PeopleLinx-Prudential Case StudyPeopleLinx-Prudential Case Study
PeopleLinx-Prudential Case StudyScribewise
 
Enhance Your Employer Brand
Enhance Your Employer BrandEnhance Your Employer Brand
Enhance Your Employer BrandGail Houston
 
Five trends on Indonesian digital consumers - Accenture report
Five trends on Indonesian digital consumers - Accenture reportFive trends on Indonesian digital consumers - Accenture report
Five trends on Indonesian digital consumers - Accenture reportClement Quek
 
The Linked Audience in India Infographic
The Linked Audience in India InfographicThe Linked Audience in India Infographic
The Linked Audience in India InfographicLinkedIn India
 
White paper employee engagement img zine
White paper employee engagement img zineWhite paper employee engagement img zine
White paper employee engagement img zineKelly Verdonk
 
Live Webinar: Quality Leads to Successful Graduates & How Social Media Can Help
Live Webinar: Quality Leads to Successful Graduates & How Social Media Can HelpLive Webinar: Quality Leads to Successful Graduates & How Social Media Can Help
Live Webinar: Quality Leads to Successful Graduates & How Social Media Can HelpLinkedIn
 
StrongMail Altimeter Social Forecast Presentation
StrongMail Altimeter Social Forecast PresentationStrongMail Altimeter Social Forecast Presentation
StrongMail Altimeter Social Forecast PresentationStrongView
 
Digital insurance trends in Asia - Presentation to Allianz regional conferen...
Digital insurance trends in Asia  - Presentation to Allianz regional conferen...Digital insurance trends in Asia  - Presentation to Allianz regional conferen...
Digital insurance trends in Asia - Presentation to Allianz regional conferen...The Digital Insurer
 

Was ist angesagt? (13)

Insurance 2.0 : The Way Forward - Rationale, Strategy, Methodology
Insurance 2.0 : The Way Forward - Rationale, Strategy, MethodologyInsurance 2.0 : The Way Forward - Rationale, Strategy, Methodology
Insurance 2.0 : The Way Forward - Rationale, Strategy, Methodology
 
Wealthtech trends from the T3 2019 Advisor Conference
Wealthtech trends from the T3 2019 Advisor ConferenceWealthtech trends from the T3 2019 Advisor Conference
Wealthtech trends from the T3 2019 Advisor Conference
 
LinkedIn Economic Graph Challenge Rules
LinkedIn Economic Graph Challenge RulesLinkedIn Economic Graph Challenge Rules
LinkedIn Economic Graph Challenge Rules
 
Fed exsocialmediastudy findingsreport_final
Fed exsocialmediastudy findingsreport_finalFed exsocialmediastudy findingsreport_final
Fed exsocialmediastudy findingsreport_final
 
PeopleLinx-Prudential Case Study
PeopleLinx-Prudential Case StudyPeopleLinx-Prudential Case Study
PeopleLinx-Prudential Case Study
 
5.5.15
5.5.155.5.15
5.5.15
 
Enhance Your Employer Brand
Enhance Your Employer BrandEnhance Your Employer Brand
Enhance Your Employer Brand
 
Five trends on Indonesian digital consumers - Accenture report
Five trends on Indonesian digital consumers - Accenture reportFive trends on Indonesian digital consumers - Accenture report
Five trends on Indonesian digital consumers - Accenture report
 
The Linked Audience in India Infographic
The Linked Audience in India InfographicThe Linked Audience in India Infographic
The Linked Audience in India Infographic
 
White paper employee engagement img zine
White paper employee engagement img zineWhite paper employee engagement img zine
White paper employee engagement img zine
 
Live Webinar: Quality Leads to Successful Graduates & How Social Media Can Help
Live Webinar: Quality Leads to Successful Graduates & How Social Media Can HelpLive Webinar: Quality Leads to Successful Graduates & How Social Media Can Help
Live Webinar: Quality Leads to Successful Graduates & How Social Media Can Help
 
StrongMail Altimeter Social Forecast Presentation
StrongMail Altimeter Social Forecast PresentationStrongMail Altimeter Social Forecast Presentation
StrongMail Altimeter Social Forecast Presentation
 
Digital insurance trends in Asia - Presentation to Allianz regional conferen...
Digital insurance trends in Asia  - Presentation to Allianz regional conferen...Digital insurance trends in Asia  - Presentation to Allianz regional conferen...
Digital insurance trends in Asia - Presentation to Allianz regional conferen...
 

Ähnlich wie Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

Community Conference 2013 - Building your social strategy, Jeremiah Owyang
Community Conference 2013 - Building your social strategy, Jeremiah OwyangCommunity Conference 2013 - Building your social strategy, Jeremiah Owyang
Community Conference 2013 - Building your social strategy, Jeremiah OwyangSeismonaut
 
ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe L...
ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe L...ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe L...
ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe L...GuideSpark
 
Using Brand Advocates (Employees) for Influence
Using Brand Advocates (Employees) for InfluenceUsing Brand Advocates (Employees) for Influence
Using Brand Advocates (Employees) for InfluenceLiz Bullock
 
Cultivating Employee Evangelists: Social Media Strategies Summit Las Vegas 2014
Cultivating Employee Evangelists: Social Media Strategies Summit Las Vegas 2014Cultivating Employee Evangelists: Social Media Strategies Summit Las Vegas 2014
Cultivating Employee Evangelists: Social Media Strategies Summit Las Vegas 2014Sarah Finley
 
AT&T Social Media Strategy: AT&T Social Circle employees as Social Advocates
AT&T Social Media Strategy: AT&T Social Circle employees as Social AdvocatesAT&T Social Media Strategy: AT&T Social Circle employees as Social Advocates
AT&T Social Media Strategy: AT&T Social Circle employees as Social AdvocatesRajesh Prabhakar
 
Proven Employee Advocacy Secrets from Fortune Global 2000 Social Media Directors
Proven Employee Advocacy Secrets from Fortune Global 2000 Social Media DirectorsProven Employee Advocacy Secrets from Fortune Global 2000 Social Media Directors
Proven Employee Advocacy Secrets from Fortune Global 2000 Social Media DirectorsSocialChorus
 
Case Study: Empowering employee advocacy with social listening
Case Study: Empowering employee advocacy with social listeningCase Study: Empowering employee advocacy with social listening
Case Study: Empowering employee advocacy with social listeningBrandwatch
 
The Business Case for Employee Advocacy
The Business Case for Employee AdvocacyThe Business Case for Employee Advocacy
The Business Case for Employee AdvocacyTiffani Allen
 
Social Media Metrics/Canadian Institute
Social Media Metrics/Canadian InstituteSocial Media Metrics/Canadian Institute
Social Media Metrics/Canadian InstituteRichard Binhammer
 
Making Dollars and Cents of Social Media: Part 1
Making Dollars and Cents of Social Media: Part 1Making Dollars and Cents of Social Media: Part 1
Making Dollars and Cents of Social Media: Part 1Todd Van Hoosear
 
[Slides] Strengthening Employee Relationships in the Digital Era by Altimeter...
[Slides] Strengthening Employee Relationships in the Digital Era by Altimeter...[Slides] Strengthening Employee Relationships in the Digital Era by Altimeter...
[Slides] Strengthening Employee Relationships in the Digital Era by Altimeter...Altimeter, a Prophet Company
 
Social media and online toolkit connecting and engaging with stakeholders o...
Social media and online toolkit   connecting and engaging with stakeholders o...Social media and online toolkit   connecting and engaging with stakeholders o...
Social media and online toolkit connecting and engaging with stakeholders o...Elton Kuah
 
Using Data to Dispel 3 Social Media Myths
Using Data to Dispel 3 Social Media Myths Using Data to Dispel 3 Social Media Myths
Using Data to Dispel 3 Social Media Myths Jeff Gibb
 
Boss2 ppt ch10
Boss2 ppt ch10Boss2 ppt ch10
Boss2 ppt ch10dborcoman
 
Lessons Learned by Social Businesses, 10 June 2014
Lessons Learned by Social Businesses, 10 June 2014Lessons Learned by Social Businesses, 10 June 2014
Lessons Learned by Social Businesses, 10 June 2014CambsChamber
 
2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise7Summits
 
Social media 2013 06-12
Social media 2013 06-12Social media 2013 06-12
Social media 2013 06-12Louise Spiteri
 

Ähnlich wie Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th (20)

Community Conference 2013 - Building your social strategy, Jeremiah Owyang
Community Conference 2013 - Building your social strategy, Jeremiah OwyangCommunity Conference 2013 - Building your social strategy, Jeremiah Owyang
Community Conference 2013 - Building your social strategy, Jeremiah Owyang
 
ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe L...
ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe L...ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe L...
ENGAGE2014: All it Takes is One Post: Social Media Etiquette Training - Joe L...
 
Using Brand Advocates (Employees) for Influence
Using Brand Advocates (Employees) for InfluenceUsing Brand Advocates (Employees) for Influence
Using Brand Advocates (Employees) for Influence
 
Cultivating Employee Evangelists: Social Media Strategies Summit Las Vegas 2014
Cultivating Employee Evangelists: Social Media Strategies Summit Las Vegas 2014Cultivating Employee Evangelists: Social Media Strategies Summit Las Vegas 2014
Cultivating Employee Evangelists: Social Media Strategies Summit Las Vegas 2014
 
AT&T Social Media Strategy: AT&T Social Circle employees as Social Advocates
AT&T Social Media Strategy: AT&T Social Circle employees as Social AdvocatesAT&T Social Media Strategy: AT&T Social Circle employees as Social Advocates
AT&T Social Media Strategy: AT&T Social Circle employees as Social Advocates
 
2.27.14
2.27.142.27.14
2.27.14
 
Using Brand Advocates (Employees) for Influence
Using Brand Advocates (Employees) for InfluenceUsing Brand Advocates (Employees) for Influence
Using Brand Advocates (Employees) for Influence
 
Culivating Employee Evangelists
Culivating Employee Evangelists Culivating Employee Evangelists
Culivating Employee Evangelists
 
Proven Employee Advocacy Secrets from Fortune Global 2000 Social Media Directors
Proven Employee Advocacy Secrets from Fortune Global 2000 Social Media DirectorsProven Employee Advocacy Secrets from Fortune Global 2000 Social Media Directors
Proven Employee Advocacy Secrets from Fortune Global 2000 Social Media Directors
 
Case Study: Empowering employee advocacy with social listening
Case Study: Empowering employee advocacy with social listeningCase Study: Empowering employee advocacy with social listening
Case Study: Empowering employee advocacy with social listening
 
The Business Case for Employee Advocacy
The Business Case for Employee AdvocacyThe Business Case for Employee Advocacy
The Business Case for Employee Advocacy
 
Social Media Metrics/Canadian Institute
Social Media Metrics/Canadian InstituteSocial Media Metrics/Canadian Institute
Social Media Metrics/Canadian Institute
 
Making Dollars and Cents of Social Media: Part 1
Making Dollars and Cents of Social Media: Part 1Making Dollars and Cents of Social Media: Part 1
Making Dollars and Cents of Social Media: Part 1
 
[Slides] Strengthening Employee Relationships in the Digital Era by Altimeter...
[Slides] Strengthening Employee Relationships in the Digital Era by Altimeter...[Slides] Strengthening Employee Relationships in the Digital Era by Altimeter...
[Slides] Strengthening Employee Relationships in the Digital Era by Altimeter...
 
Social media and online toolkit connecting and engaging with stakeholders o...
Social media and online toolkit   connecting and engaging with stakeholders o...Social media and online toolkit   connecting and engaging with stakeholders o...
Social media and online toolkit connecting and engaging with stakeholders o...
 
Using Data to Dispel 3 Social Media Myths
Using Data to Dispel 3 Social Media Myths Using Data to Dispel 3 Social Media Myths
Using Data to Dispel 3 Social Media Myths
 
Boss2 ppt ch10
Boss2 ppt ch10Boss2 ppt ch10
Boss2 ppt ch10
 
Lessons Learned by Social Businesses, 10 June 2014
Lessons Learned by Social Businesses, 10 June 2014Lessons Learned by Social Businesses, 10 June 2014
Lessons Learned by Social Businesses, 10 June 2014
 
2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise2011 Kickoff Event Presentation Materials: Community in the Enterprise
2011 Kickoff Event Presentation Materials: Community in the Enterprise
 
Social media 2013 06-12
Social media 2013 06-12Social media 2013 06-12
Social media 2013 06-12
 

Mehr von Expion

Big Data Black Hole
Big Data Black HoleBig Data Black Hole
Big Data Black HoleExpion
 
WOMMA RTM Aggregated Desk
WOMMA RTM Aggregated DeskWOMMA RTM Aggregated Desk
WOMMA RTM Aggregated DeskExpion
 
H&R Block Brand Story
H&R Block Brand StoryH&R Block Brand Story
H&R Block Brand StoryExpion
 
World According to Peter
World According to PeterWorld According to Peter
World According to PeterExpion
 
Your Brand, The Next Media Company
Your Brand, The Next Media CompanyYour Brand, The Next Media Company
Your Brand, The Next Media CompanyExpion
 
Earn it dont buy it presentation
Earn it dont buy it presentationEarn it dont buy it presentation
Earn it dont buy it presentationExpion
 
Social Media to Social Business Expion2012
Social Media to Social Business Expion2012Social Media to Social Business Expion2012
Social Media to Social Business Expion2012Expion
 
From Insights to Action - Albert Chou
From Insights to Action - Albert ChouFrom Insights to Action - Albert Chou
From Insights to Action - Albert ChouExpion
 
Expion jan 2013 jim tobin
Expion jan 2013 jim tobinExpion jan 2013 jim tobin
Expion jan 2013 jim tobinExpion
 
Google+ for expion
Google+ for expionGoogle+ for expion
Google+ for expionExpion
 
Charlene Li Presentation
Charlene Li PresentationCharlene Li Presentation
Charlene Li PresentationExpion
 
Peter smart social v6
Peter smart social v6Peter smart social v6
Peter smart social v6Expion
 
Diana Plazas: Global Brand Share
Diana Plazas: Global Brand ShareDiana Plazas: Global Brand Share
Diana Plazas: Global Brand ShareExpion
 
Healthyparanoia 130207112323-phpapp02
Healthyparanoia 130207112323-phpapp02Healthyparanoia 130207112323-phpapp02
Healthyparanoia 130207112323-phpapp02Expion
 
Facebook expion presentation 2.7
Facebook expion presentation 2.7Facebook expion presentation 2.7
Facebook expion presentation 2.7Expion
 
Going global starts with local brian solis and expion
Going global starts with local     brian solis and expionGoing global starts with local     brian solis and expion
Going global starts with local brian solis and expionExpion
 
Going local: how big brands can win big with local focus
Going local: how big brands can win big with local focusGoing local: how big brands can win big with local focus
Going local: how big brands can win big with local focusExpion
 
News007 slide share
News007 slide shareNews007 slide share
News007 slide shareExpion
 
National Brands: Prioritizing Efforts for Scale
National Brands: Prioritizing Efforts for Scale National Brands: Prioritizing Efforts for Scale
National Brands: Prioritizing Efforts for Scale Expion
 
Social Media: National Brands with Local Engagement
Social Media: National Brands with Local EngagementSocial Media: National Brands with Local Engagement
Social Media: National Brands with Local EngagementExpion
 

Mehr von Expion (20)

Big Data Black Hole
Big Data Black HoleBig Data Black Hole
Big Data Black Hole
 
WOMMA RTM Aggregated Desk
WOMMA RTM Aggregated DeskWOMMA RTM Aggregated Desk
WOMMA RTM Aggregated Desk
 
H&R Block Brand Story
H&R Block Brand StoryH&R Block Brand Story
H&R Block Brand Story
 
World According to Peter
World According to PeterWorld According to Peter
World According to Peter
 
Your Brand, The Next Media Company
Your Brand, The Next Media CompanyYour Brand, The Next Media Company
Your Brand, The Next Media Company
 
Earn it dont buy it presentation
Earn it dont buy it presentationEarn it dont buy it presentation
Earn it dont buy it presentation
 
Social Media to Social Business Expion2012
Social Media to Social Business Expion2012Social Media to Social Business Expion2012
Social Media to Social Business Expion2012
 
From Insights to Action - Albert Chou
From Insights to Action - Albert ChouFrom Insights to Action - Albert Chou
From Insights to Action - Albert Chou
 
Expion jan 2013 jim tobin
Expion jan 2013 jim tobinExpion jan 2013 jim tobin
Expion jan 2013 jim tobin
 
Google+ for expion
Google+ for expionGoogle+ for expion
Google+ for expion
 
Charlene Li Presentation
Charlene Li PresentationCharlene Li Presentation
Charlene Li Presentation
 
Peter smart social v6
Peter smart social v6Peter smart social v6
Peter smart social v6
 
Diana Plazas: Global Brand Share
Diana Plazas: Global Brand ShareDiana Plazas: Global Brand Share
Diana Plazas: Global Brand Share
 
Healthyparanoia 130207112323-phpapp02
Healthyparanoia 130207112323-phpapp02Healthyparanoia 130207112323-phpapp02
Healthyparanoia 130207112323-phpapp02
 
Facebook expion presentation 2.7
Facebook expion presentation 2.7Facebook expion presentation 2.7
Facebook expion presentation 2.7
 
Going global starts with local brian solis and expion
Going global starts with local     brian solis and expionGoing global starts with local     brian solis and expion
Going global starts with local brian solis and expion
 
Going local: how big brands can win big with local focus
Going local: how big brands can win big with local focusGoing local: how big brands can win big with local focus
Going local: how big brands can win big with local focus
 
News007 slide share
News007 slide shareNews007 slide share
News007 slide share
 
National Brands: Prioritizing Efforts for Scale
National Brands: Prioritizing Efforts for Scale National Brands: Prioritizing Efforts for Scale
National Brands: Prioritizing Efforts for Scale
 
Social Media: National Brands with Local Engagement
Social Media: National Brands with Local EngagementSocial Media: National Brands with Local Engagement
Social Media: National Brands with Local Engagement
 

Kürzlich hochgeladen

PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 

Kürzlich hochgeladen (20)

PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 

Empowering Employees To Be Brand Advocates with Expion, Altimeter, H&R Block - May 8th

  • 1. 1 Scaling Employee Advocacy with Social Media Jeremiah Owyang, Industry Analyst - Altimeter - @jowyang Scott Gulbransen, Director of Social Business - H&R Block - @sdgully Zena Weist, VP Strategy - Expion - @zenaweist May 8th, 2013 #expion13
  • 2. © 2013 Altimeter Group Scaling Employee Advocacy with Social Media 2 Companies that leverage social employee advocates with a formalized program can amplify brand content and build better relationships at scale. © 2013 Altimeter Group
  • 3. © 2013 Altimeter Group 3 Agenda 1. Defining employee advocacy 2. The business case for employee advocacy 3. Informal vs. formal advocacy 4. Employee advocacy framework 5. Recommendations and key takeaways © 2013 Altimeter Group
  • 4. © 2013 Altimeter Group What is Employee Advocacy? 4 An official, long-term program to empower trusted employees to engage with customers and prospects as representatives of the company
  • 5. © 2013 Altimeter Group Farmer’s Insurance empowers independent agents to engage with customers and prospects directly on Facebook 5 “I’ve sold over 200 policies from my marketing efforts on Facebook” – James Peregrino, Independent agent
  • 6. 6 © 2012 Altimeter Group Employee Advocacy: The Business Case
  • 7. © 2013 Altimeter Group Employee Advocacy: Business Case 7 1. The risk of not doing it  It’s already happening, formalized or not  If you don’t get in front of it, you risk losing control 2.   
  • 8. © 2013 Altimeter Group  2,500 employee have about 13 employees publishing  7,500 employees have about 22 employees publishing  30k employees have about 83 employees publishing  75,000 employees have about 182 employees publishing  100k plus average have about 280 employees publishing Company size and Publishing on Accounts 8 On average, 1 out of 330 employees publishes on social for business purposes, far more do for personal reasons.
  • 9. © 2013 Altimeter Group Employees are talking about their employers – whether or not they have any guidance – on corporate and personal accounts 9 *
  • 10. © 2013 Altimeter Group Would-be advocates without education on proper disclosure can make the brand look bad, or worse 10 After many negative comments, Honda posted: “Eddie Okubo is a manager in Honda Product Planning. His post was removed for two reasons: 1) He did not first state that he is a Honda employee and that his posting is his personal -- not Honda's -- opinion. 2) He is not a spokesperson for Honda.” Source: AutoBlog
  • 11. © 2013 Altimeter Group KitchenAid had to quickly backtrack after an offensive tweet by a team member 11
  • 12. © 2013 Altimeter Group Employee Advocacy: Business Case 12 1.   2. The benefit  Your customers and prospects use social media  Customers and prospects trust employees  Employee involvement nets real results
  • 13. © 2013 Altimeter Group Social networking dominates time spent online Source: Nielsen, 2012 13
  • 14. © 2013 Altimeter Group At the same time, trust is rising among peers and regular employees 14 Source: Edelman Trust Barometer 2012
  • 15. © 2013 Altimeter Group 15 What it means: Few companies have the resources to reach customers in a 1:1 fashion. Customers trust employees, and social media enables the connection. Companies that leverage customers and employees for advocacy benefit from greater Trust and Scale.
  • 16. © 2013 Altimeter Group Real results: When Texas Instrument’s employees answered questions, there was a massive increase in product trials 16 Customers and prospects “were requesting 6 times the number of samples across 3 times the number of product areas.” - Devashish Xaxena, Internet Marketing
  • 17. © 2013 Altimeter Group 22% 32.2% 34.7% 34.7% 29.7% 26.3% 24.6% 37.3% 48.3% 6.9% 13.10% 15.4% 15.4% 15.4% 23.1% 26.9% 33.1% 40.0% 43.1% 47.7% 0% 10% 20% 30% 40% 50% 60% Create policies and procedures Get buy-in from stakeholders Apply social insights to the product roadmap Determine an organizational/governance model Develop a listening/monitoring solution Connect employees with social tools Integrate social media with digital and mobile Connecting social data to other enterprise data sources to deliver actionable insight Scale our social programs Develop internal education and training Create metrics that demonstrate the value of social media 2012 2010 Scale is already become a top social priority “In 2013, what are your top three internal social media objectives?” Source: Altimeter Group. Social Business Survey,Q4 2012.
  • 18. 18 © 2012 Altimeter Group Employee Advocacy: Informal vs. Formal
  • 19. © 2013 Altimeter Group Informal: Keith works for GE, and tweets, blogs, and posts on Facebook about GE 19
  • 20. © 2013 Altimeter Group Informal: Sandro works for Ferrero in Brazil – he has liked the brand and shares about it 20
  • 21. © 2013 Altimeter Group Formal: New Belgium Brewery has an official employee advocacy program – local “Rangers” are empowered to engage with their regional communities on Facebook 21
  • 22. 22 © 2012 Altimeter Group Employee Advocacy: A Framework
  • 23. © 2013 Altimeter Group 1. Identify internal advocates 2. Train them 3. Enable them to share Employee Advocacy Framework Will all employees be empowered, or just a select number? The what, when, where, and how of social engagement. Will you provide them content? A platform to manage sharing?
  • 24. © 2013 Altimeter Group 1. Identify internal advocates 2. Train them 3. Enable them to share Employee Advocacy Framework Will all employees be empowered, or just a select number? The what, when, where, and how of social engagement Will you provide them content? A platform to manage sharing?
  • 25. © 2013 Altimeter Group Home Depot has selected and trained 30 “social media store associates” to engage directly with customers on multiple social platforms 25 More than 2,000 forum topics have been posted by Home Depot’s 30 “social media stores associates” and community members, 6,000 responses given, and hundreds of videos viewed in more than 30 countries. 1. Identify 2. Train 3. Enable
  • 26. © 2013 Altimeter Group 1. Identify internal advocates 2. Train them 3. Enable them to share Employee Advocacy Framework Will all employees be empowered, or just a select number? The what, when, where, and how of social engagement Will you provide them content? A platform to manage sharing?
  • 27. © 2013 Altimeter Group Intel empowers employees with “Digital IQ” program, and has certified more than 1,000 27 Source: “Social Media Strategy Secret Sauce: How Intel Makes Data-driven Decisions,” Allen Stephens, Keith Molesworth, and Tiffany Peery, March 21, 2011 Intel was one of the first companies to publish Social Media Guidelines and provide employee certification. 1. Identify 2. Train 3. Enable
  • 28. © 2013 Altimeter Group More than 10,000 of Dell’s employees have been trained and certified to be “brand ambassadors” 28 1. Identify 2. Train 3. Enable
  • 29. © 2013 Altimeter Group 1. Identify internal advocates 2. Train them 3. Enable them to share Employee Advocacy Framework Will all employees be empowered, or just a select number? The what, when, where, and how of social engagement Will you provide them content? A platform to manage sharing?
  • 30. © 2013 Altimeter Group Formal: H&R Block is connecting clients and seasonal Tax Pro’s with an employee advocacy program. 30 H&R Block operates over 10,000 retail offices in the the United States and 1,700 retail offices abroad and employs 90,000 Tax Professionals worldwide.
  • 31. 31 © 2012 Altimeter Group Employee Advocacy: Recommendations & key takeaways
  • 32. © 2013 Altimeter Group 1. A successful result is a low-cost, yet highly-trusted form of marketing 2. Identify, Train, then Enable employee advocates 3. Co-creation is the fuel of advocacy, help employees feel ownership and empowerment 4. When done correctly, this fuels the top of the marketing funnel and promotes customer advocacy 5. Incorporate performance management, including elements of gamification 6. Make it circular: employees can teach each other and share what works Employee Advocacy: Key Takeaways 32
  • 33. © 2013 Altimeter Group Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang THANK YOU Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
  • 34. © 2013 Altimeter Group H&R Block Case Study
  • 35. © 2013 Altimeter Group H&R Block Case Study
  • 36. © 2013 Altimeter Group 36 • Content Marketing • Gaming Mechanics
  • 37. Expion Social Advocator • Browser Plugin (Mobile Coming Soon) • Always on when web browsing • User can discover new content daily • Provide Personalized Content by Department
  • 40. Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: @jowyang THANK YOU Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice. Scott Gulbransen scott@hrblock.com scottgulbransen.com Twitter: @sdgully Zena Weist zweist@expion.com Expion.com Twitter: @zenaweist info@expion.com #expion13 slideshare.net/expion Expion Platform Video: expion.com/news

Hinweis der Redaktion

  1. Oscar Mayer fans
  2. Farmer’s has developed an “AgentPage” – an internal resource for agents who wish to use social media – and even disseminates suggested content to agents.One example of James using Facebook and sold 200 policites and Farmers insurnace empowers all their agents
  3. Left: James Clark claims to be an employee of SafewayRight: It’s not clear whether this tweet was intentionally posted from the official account or not
  4. http://www.autoblog.com/2009/09/03/honda-purges-some-comments-from-crosstour-facebook-page/
  5. http://mashable.com/2012/10/03/kitchen-aid-obama-dead-grandma/
  6. http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/The-Social-Media-Report-2012.pdf
  7. June 14, 2011<tags>#tech#b2b#community#support#andyhttp://e2e.ti.com/Launched in 2008. TI created a huge support community for engineers. It’s not only focused on TI products, but it serves to support any engineering design issue. Members have access to TI engineers to answer questions, and it is a medium to get people involved with the brand in B2B interaction. Since establishing this community, they have seen an increase in product trials (hard numbers unknown)  this is what the quote from DevashishXaxena is referring toQuote from Gaspedal presentation: http://vimeo.com/10897072
  8. Keith Boone is an employee and very proactive. Appears Organic
  9. Organic
  10. NBB is a craft brewery, so their competition is often at a hyper-local level. So they are competing with really local beers. They created this unique program to develop the ranger program, who represents NBB in their localities. NBB makes sure they have the relevant product at the local level.
  11. Transition: Here’s another example of dialog by employees…A dialog best practice, put people into the conversation to humanizeyour brand:Users can create a profile in the DIY Community, message others when they are online, respond to forum topics, watch videos and read the HD blog.More than 2,000 forum topics posted. Discussion topics include: DIY and Repair, Paint, Tools & Hardware, Garden & Yard, Flooring and more.6,000 posts and hundreds of videos viewed in more than 30 countriesThere are roughly 30 “social media store associates” on the Home Depot team – hand-picked by Brad Shaw, VP-corporate communicationsSarah, Community Manager, posts: “We know there are a lot of really experienced DIYers out there, and we want to hear great ideas and tips from you too!  Also, our designated associates will often take some time to research the most thorough answer possible so you’ll get all the info you need to get your project done right.  Regardless, you can generally expect our designated associates to chime in when appropriate within a 24-hour period of an initial post, if not sooner.”ov. 9, 2011#b2c #retail#community#video #blog#dialog#jaimyhttp://community.homedepot.com/t5/Maintain-Clean-Organize/WINTERIZATION/td-p/2853http://adage.com/article/special-report-social-media-guide/home-depot-s-social-media-strategy-pays/229865/
  12. http://www.intel.com/sites/sitewide/en_US/social-media.htm
  13. http://articles.businessinsider.com/2011-06-02/tech/30043193_1_michael-dell-radian6-customer-loyalty
  14. Transition: Here’s another example of dialog by employees…A dialog best practice, put people into the conversation to humanizeyour brand:Users can create a profile in the DIY Community, message others when they are online, respond to forum topics, watch videos and read the HD blog.More than 2,000 forum topics posted. Discussion topics include: DIY and Repair, Paint, Tools & Hardware, Garden & Yard, Flooring and more.6,000 posts and hundreds of videos viewed in more than 30 countriesThere are roughly 30 “social media store associates” on the Home Depot team – hand-picked by Brad Shaw, VP-corporate communicationsSarah, Community Manager, posts: “We know there are a lot of really experienced DIYers out there, and we want to hear great ideas and tips from you too!  Also, our designated associates will often take some time to research the most thorough answer possible so you’ll get all the info you need to get your project done right.  Regardless, you can generally expect our designated associates to chime in when appropriate within a 24-hour period of an initial post, if not sooner.”ov. 9, 2011#b2c #retail#community#video #blog#dialog#jaimyhttp://community.homedepot.com/t5/Maintain-Clean-Organize/WINTERIZATION/td-p/2853http://adage.com/article/special-report-social-media-guide/home-depot-s-social-media-strategy-pays/229865/
  15. Expion  Social Advocator distributes brand created content to employees via a browser plugin. Users have access to shareable, brand content directly from their browser window.  Employees can customize the content with a personal message and then share it instantly to their Facebook, Twitter and Linkedin accounts.
  16. Gaming Mechanics